The CTA, or Call To Action, is an instruction aimed at inciting an immediate response from the user. It usually comes in the form of a button or link that prompts the visitor to take an action, such as «Buy now,» «Sign up here,» or «Find out more.»

An effective CTA is crucial in the design of web pages and advertising materials, as it guides the user on their journey and tells them the steps they must take to complete a conversion. Additionally, the CTA is usually linked to a specific landing page, where the desired action is completed, providing a continuous and consistent experience for the user.